电子商务赋能乡村振兴的路径升级——基于网商银行“县域普惠金融”模式的融合视角

The Pathway Upgrade of Rural Revitalization Empowered by E-Commerce—An Integrative Perspective of MYbank’s “County-Level Inclusive Finance” Model

摘要: 电子商务是乡村振兴的关键动力，但其发展面临传统金融难以满足的“短、小、急”融资需求。本文以网商银行“县域普惠金融”模式为例，探讨其如何通过电子商务与金融科技的融合破解此难题。研究表明，该模式依托电商生态，通过数据驱动、场景嵌入、技术赋能和产业协同四大机制，将电商数据转化为信用资产，把金融服务无缝嵌入乡村产业电商化全链条，实现了信用评估与风险管控的范式重构，有效提升了金融服务的覆盖面与效率。研究也识别出数据壁垒、数字鸿沟等挑战，并从多主体角度提出优化建议，为“电商–金融”融合赋能乡村振兴提供了重要的路径参考。

Abstract: E-commerce is a key driving force for rural revitalization, but its development is confronted with the “short, small and urgent” financing demands that traditional finance struggles to meet. This paper takes the “County-Level Inclusive Finance” model of Ant Financial’s MYbank as an example to explore how the integration of e-commerce and fintech can solve this problem. The research shows that this model, relying on the e-commerce ecosystem, transforms e-commerce data into credit assets through four mechanisms: data-driven, scene embedding, technology empowerment, and industrial collaboration. It seamlessly integrates financial services into the entire chain of rural industrial e-commerce, achieving a paradigm shift in credit assessment and risk control, and effectively enhancing the coverage and efficiency of financial services. The study also identifies challenges such as data barriers and digital divides, and proposes optimization suggestions from a multi-stakeholder perspective, providing an important path reference for the integration of “e-commerce and finance” to empower rural revitalization.